Deloitte - Marketing Campaign of the Year

Company: Deloitte, Arlington VA
Company Description: Now celebrating 175 years of service, Deloitte spans more than 150 countries and territories with more than 312,000 people worldwide who make an impact that matters. We aim to be the best at all that we do in professional services—to help clients realize their ambitions, to make a positive difference in society, and to maximize the success of our people.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment

Nomination Title: MHS GENESIS

Specify the date on which this campaign or program was launched: March 2020

Since 1968, the Department of Defense (DoD) has used several different information systems to track and manage health services delivered to our nation’s service members, retirees, and family members (i.e., beneficiaries). Since then, the economics of health care have led to the development of the electronic health record (EHR), with the Department of Veterans Affairs (VA) and DoD leading the way. Today’s EHR provides real-time, patient-centered care with reduced medical errors and the ability, in the Military Health System (MHS), to support combat forces by enabling continuous care from point of injury to the military hospital. In 2015, the DoD decided to replace legacy systems with MHS GENESIS, a multi-billion-dollar effort to bring a revolutionary, best-in-class EHR to the MHS.The DoD is implementing MHS GENESIS in 23 waves over the next several years. But, changing the hearts and minds (not to mention behaviors) of over 200,000 health care personnel and 9.6 million beneficiaries is a bold ambition. The EHR represents a major technology upgrade and catalyzes a culture shift in how providers coordinate and document care, as well as communicate with patients. Early MHS GENESIS pilots revealed challenges with the implementation, showing low levels of adoption and use of the EHR. To address those issues and ensure a seamless experience, Deloitterecognized the need for a campaign that wove together marketing, public affairs, and change management to communicate for change and enable the adoption of MHS GENESIS in 350+ U.S. military hospitals and clinics.

Deloitte created the MHS GENESIS campaign to achieve three goals(three C’s): (1) connect by building awareness of the new EHR and helping audiences associate health care delivery and outcomes with newtechnology, (2) communicate with meaningful, localized messages and products that articulate the MHS GENESIS story and compel audiences to actively engage, and (3) change through encouraging audiences to learn about MHS GENESIS before implementation, to get them ready early on, and support patients in preparing for the change. Tied to these goals was our strategy,aligned to the “4Ps” of marketing:

Our product was the new EHR, MHS GENESIS, which included elements such as an online patient portal, scheduling, clinical orders and documentation, and reporting and analytics.

The price (behavior) was for providers to acknowledge and accept MHS GENESIS, so they can learn new workflows and processes associated with the EHR, and make the patient experience seamless.

For place we used distribution channels owned by military hospitals and clinics (e.g., local base newspapers, websites) as well as enterprise ones (e.g., MHS social media).

Regarding promotion, we created toolkits with productsto help our target audiences navigate six phases of change (each with a communications theme) that started 15+ months before go-live.

Campaign creative centered on a "medical aphorism" themethat talked about MHS GENESIS in phrases or sayings commonly used by target audiences. Rooted in the science of color, we used a palette of blue, yellow, green, and orange to convey messages and a modern tone.

In 2020, the DoD implemented MHS GENESIS at 14 sites in California, Nevada, and Alaska. Supporting the go-live were products and outcomes tied to our campaign to communicate for change in which we:

-Disseminated 154 social media posts, that garnered 225,428 impressions and 6,438 engagements.
-Produced 5 educational and instructional videos that resulted in a total of 12,981 views.
-Created an interactive marketing and public affairs toolkit that contained 110 products (e.g., emails, briefings, social media posts, hospital posters) and was accessed over 1,650 times.
-Developed an immersive online experience, with a MHS GENESIS campaign landing page and interactive “Genesis of MHS GENESIS” timeline that articulated the history of DoD EHRs. The timeline was viewed 4,383 times and the landing page 279,776 times.
-Hosted 3 leadership workshops, with more than 100 attendees, where we established hospital site management structures, change coalitions, and peer-to-peer support programs. The workshops resulted in a 35+ percentage point increase in attendee awareness of, confidence in, and engagement in MHS GENESIS.
-Created 70 turnkey engagement tools and resources to hep hospital clinics support at least 24,000 hospital and clinic staff.
-Saw 607 MHS GENESIS news stories (99.8% positive/neutral) published by media outlets across the nation, with an average of 1.2 million people reached per story.

We also saw that hospital readiness improved by 100% with a reduction in the volume of support tickets and baseline levels of patient access within two (versus four) weeks of go-live.

Supporting materials showcase how we conducted research, planned the campaign, put products into the field, and evaluated outcomes. As a result of the campaign, MHS GENESIS has been widely accepted by the field, and enables our DoD health care professionals to better care for our nation's warfighters and their families (no matter where they are).